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Need for real-time ad targeting leads Adviva to choose Digital Element’s IP Intelligence technology

Online Advertising Network Looks to Enhance Accuracy and Campaign Performance on Global Scale

ATLANTA (May 23, 2007) – Digital Element, the leading provider of IP Intelligence solutions, today announced that Adviva, the largest CPM-focused advertising network in the United Kingdom, has selected its NetAcuity® IP Intelligence technology to optimize campaign delivery and provide real-time targeted online advertising to its clients.

Digital Element’s IP Intelligence provides patented technology which allows businesses to perfect audience segmentation capabilities and targeting based on a comprehensive set of parameters such as geographic location, domain name, connection speed, and company name. Adviva will add this to its range of targeting options to improve the effectiveness of clients’ online campaigns and enhance their return on investment for direct response campaigns. Specifically, Adviva will use NetAcuity to increase targeting accuracy and to implement additional IP-based targeted advertising campaigns.

IP targeting will increase Adviva’s range of technology options to improve advertising results, including behavioral targeting and video advertising. Adviva prides itself on producing consistent results for its clients.

“Our goal is to combine the best technology with the best network of publishers and the best service to produce the best results for our clients,” said Phil Coote, COO of Adviva. “The accuracy of Digital Element’s IP Intelligence technology tested well during our performance trials. Unsurpassed accuracy such as this demonstrates why Digital Element is the market leader. The ability to improve results by delivering precise targeting and offering new targeting options to our clients made Digital Element a natural fit for us.”

According to the Interactive Advertising Bureau, online ad spending hit a record high in 2006 of $16.8 billion, a 34 percent increase from 2005. In order to effectively compete in the interactive advertising space, companies need more tools to reach the right audience with the right customized message, said Rob Friedman, executive vice president and co-founder at Digital Element.

“The unprecedented and projected growth in online advertising has driven the need for more accurate targeting tools that ensure companies can efficiently and effectively deliver their clients’ ads,” Friedman said. “Knowing that its clients’ ads are being delivered to the right audience at the right time will give Adviva an advantage that will allow them to increase market share and overall client satisfaction.”

About Digital Element

Digital Element delivers the de facto standard in IP intelligence, providing coverage for 99.9999 percent of the Internet and collecting more than one million points-of-view daily from different online vantage points. Taking advantage of its patented technology and a team of dedicated data analysts, some of the world’s largest networks, website and search engines access the most comprehensive set of IP data available to deliver targeting advertising, content localization, geographic rights management, local search optimization and analytics. Through Digital Element’s industry vision and leadership, this non-invasive technology has evolved into much more than geographic information and now includes other intelligence factors such as connection speed, domain name, ISP and language.

For more information on how to uncover new levels of insight about online users, please visit

About Adviva

Adviva is the largest CPM focused online display advertising network in the UK providing cost effective direct response and brand advertising solutions for Internet advertisers.

Adviva’s broad UK network of monitored, content driven websites reaches over 20 million unique Internet users. By combining this network with a strong emphasis on technological development, Adviva is able to offer advertisers a range of advanced user and content targeting options delivering reach, flexibility and ultimately, results.

Adviva’s comprehensive suite of advertising targeting options include content and channel targeting, behavioural targeting in the form of user profiling, as well as keyword contextual targeting.

Established in 2000 and headquartered in London, Adviva expanded in the French and German markets in 2006 with offices in Paris and Munich to provide advertisers with a single pan-European display advertising buying point. Lead by founders CEO Todd Treusdell and COO Phil Coote, the business has experienced 117% growth in turnover year-on-year and was named the UK’s 25th fastest growing technology company in the Sunday Times Tech Track 100 League 2006.

In December 2005 Adviva’s future growth was secured following an $8m investment from Kennet Venture Partners and new advertising technology products are currently in development.

For more information, please visit

Media Contacts:

Jan Sisko
Carabiner Communications

Joanna Burton
Head of PR and Marketing
+44 20 7386 4570

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